Outdoor lifestyle brand Timberland has appointed Christopher Raeburn as its global creative director in a move that will see the new appointee elevate the company’s commitment to responsible sourcing.
Raeburn, a British clothing designer, will share his time equally between his own Christopher Raeburn namesake brand and Timberland. He will be based in his London studio, and travel frequently to Timberland’s global headquarters in Stratham, New Hampshire, and regional headquarters in Stabio, Switzerland and Hong Kong.
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He will be a key stakeholder in developing Timberland’s global creative vision, “ensuring a holistic design approach across all product categories, marketing and in-store environments, alongside elevating the brand’s commitment to responsible sourcing, inclusivity and community”.
Raeburn says his design ethos encompasses three key pillars – Remade, Reduce, Recyled – which complement Timberland’s long-standing commitment to make products responsibly and steadily increase its use of recycled, organic and renewable materials over time.
As creative director, Raeburn will partner with Timberland’s global product, marketing and innovation teams to create a collection of footwear, apparel and accessories, with the first full collection expected for autumn/winter 2020.
“I’ve been watching the Timberland brand for many years and have always been drawn to its commitment to be a responsible business,” said Raeburn. “I see an incredible opportunity for Timberland to break out and put responsible, innovative design at the centre of the brand’s creative strategy.”
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By GlobalDataTimberland and Raeburn have worked together previously, collaborating on a global apparel capsule collection that debuted earlier this year at London Fashion Week and launches in stores and online today. Each piece incorporates a range of eco-conscious materials including organic cotton and recycled PET (derived from plastic bottles), to minimise impact on the environment.
